After all, it’s not the first time someone has received a catalog they don’t remember requesting. Fortunately, Tony included links to what others were saying on Twitter. It then became pretty clear that the company had bet big time on a mailing strategy that was backfiring–with no one from the company on Twitter to respond.

Just got 15 POUNDS of catalogues from Restoration Hardware hand delivered by UPS. I once bought a harmonica there. pic.twitter.com/7MWUIaxl40

So, why the sudden mailings to customers that have not purchased in years? Well, it all seems to be part of Restoration Hardware’s attempt to impress investors.

The company is opening larger lifestyle galleries around the U.S. to showcase more products, many of them in catalogs and on the Web…in May, the company mailed a record 13 source books, totaling 3,300 pages.

That might have impressed Wall Street, but once the social media backlash catches up with them, RH might find the only way it can make money is with recycling.

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http://net-savvy.com/executive/ Nathan Gilliatt

Marketplace had an interesting piece on this last week. The surprise is that RH went to a massive, annual catalog as a way to reduce its total catalog printing (and got increased sales in the process).